The Power of Language The Power of Language The Greek philosopher Aristotle divided the Rhetoric methods of persuasion into three categories: Rhetoric is the art of speaking or writing effectively. It is the Ethos - It appeals to the idea that people tend to believe who they respect. art of persuasion. Pathos - It appeals to the reader's emotions. Logos - It appeals to logic and reasoning. Important/Often-Used Persuasive Techniques The Power of Language Think about these the next time you see an ad on tv or in a The Greek philosopher Aristotle divided the methods of persuasion into three magazine. categories: Ethos - It appeals to the idea that people tend to believe who they respect. Bandwagon Appeal - Taps into people's desire to belong; Pathos - It appeals to the reader's emotions. people "jump on the bandwagon" Logos - It appeals to logic and reasoning. Which methods were PATHOS used in these ads? Important/Often-Used Persuasive Techniques Important/Often-Used Persuasive Techniques Think about these the next time you see an ad on tv or in a Think about these the next time you see an ad on tv or in a magazine. magazine. Testimonial - Relies on the backing of a celebrity, an expert, or a Snob Appeal - Taps into people's need to feel superior to others satisfied customer ETHOS Important/Often-Used Persuasive Techniques Important/Often-Used Persuasive Techniques Think about these the next time you see an ad on tv or in a Think about these the next time you see an ad on tv or in a magazine. magazine. Transfer - Connects a product, a candidate, or a cause with a Ethical Appeal - Tries to gain moral support for a claim by positive image or idea linking the claim to a widely accepted value PATHOS ETHOS Important/Often-Used Persuasive Techniques Important/Often-Used Persuasive Techniques Think about these the next time you see an ad on tv or in a Think about these the next time you see an ad on tv or in a magazine. magazine. Appeal to Pity- Taps into people's compassion for others Appeal to Fear- Makes people feel as if their safety, security, or health is in danger LOGOS PATHOS Important/Often-Used Persuasive Techniques Authors can use these techniques to persuade you to agree with/ Here's a refresher of the types of rhetoric. adopt their claim/position on a topic. These are used in ads, but all three types can be found in speeches, writing, etc. https://www.youtube.com/watch?v=FeCz5fy02JE.